Project — Branding, 2024
Gliss Wellness
Birthing a new mid-life medical experience for women everywhere.
Client
Virtual OBGYN
MY ROLE
AD & Brand Design
Gliss Wellness
Tune In
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Stand Up
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No Filters
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Keep It Kind
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Celebrate Plot Twists
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Tune In — Stand Up — No Filters — Keep It Kind — Celebrate Plot Twists —
Gliss Wellness offers mid-life medical experience for women—anytime, anywhere.
The Challenge
Gliss Wellness provides virtual, personalized healthcare that guides women through menopause, perimenopause, and the rest of mid-life’s health challenges. Their approach is rooted in the belief that transitions in a woman’s life, whether entering menopause, watching children grow, or stepping into new roles like caring for aging parents, are moments worth honoring, not hiding. They’re creating a space where women can embrace who they are and who they’re becoming at the same time.
Teresa and Diana needed to build their brand from scratch in anticipation of a 2024 launch in order to fundraise and attract the right patient: The Willful Woman.
The Solution
We created a brand that invites women to feel seen and empowered as they move through these new chapters with grace. It’s a celebration of the in-between moments in life that are vibrant, emotional, and messy, but always full of possibility. Guided by knowledge, as well as analysis of the competition, every visual choice reinforced a sense of radiating warmth and confidence.
Unpack the design decisions that bring this vision to life in the sections that follow…
Results
Following a successful 2024 launch, Gliss is providing virtual care across all 50 States, D.C and Guam.
MY ROLE
Art Director at C42D
Art Direction
Brand Design
Engaged with the whole project cycle, I worked closely with the strategy team during the strategy phase before fully taking over brand design and brand guidelines. I then oversaw applications of the brand as well as website design. As the voice of the brand, I presented all concepts and led internal critiques to refine and elevate the project.
THE TEAM
Brand Strategy Mannafest Media
Digital Design TJ Knight, C42D
The Willful Woman
Audience
In her mid-to-late 40s, The Willful Woman is headstrong and much more confident than she was in her 20s. She wants to live, rather than just exist, while proactively addressing any health challenges that throw obstacles in her way. Quality care comes first over cheaper options at this stage.
Moodboard
Vibrant Considerate Approachable Knowledgeable Accessible
Gliss Wellness’s brand focus, Life On, Filter Off, guided every design choice. We leaned into energy, freshness, warmth, and authenticity while avoiding anything artificial or polished. The brand expresses joy and connection, highlighting women as dynamic individuals who embrace life’s transitions with grace. Every element conveys a sense of vitality, encouraging each patient to live fully and unapologetically.
Chosen Identity Concept
Space to Glissen
We combined forms inspired by the stomach and vaginal anatomy: shapes often linked to women’s health The mark evokes a sense of support, breaking in the middle to create a channel, symbolizing the journey women embark on during menopause. The space in the center also represents how Gliss Wellness provides women the room they need to navigate their individual paths to wellness.
Alternate Concept
Illuminate the Highs and Lows
Alternate Concept
Embrace Transformation
COLOR PALETTE
The Gliss palette utilizes lively citrus hues of grapefruit and lime to infuse a vibrant energy, reminiscent of the way citrus flavors awaken the taste buds. Warm wine and raspberry evoke a grounded feeling, reinforcing a touch of feminine compassion and empathy. Sandy peach hues establish a sense of safety and calm due to their approachable natures.
A peek into my brain…
PATTERNS & Graphics
Organic patterns and graphic elements express the fluidity of life’s transitions.
Photography
Portraits capture the glowing spirits of the women who have chosen Gliss to improve their lives. Embracing the confidence and wisdom that come with age, the focus is on portraying these women as dynamic individuals that exude positivity and inner strength. We seek to convey the warmth of their personalities, emphasizing joy and laughter found in everyday moments.
Campaign Idea
